Fatima Khan’s label finds home in L’atelier

ISLAMABAD:

Too often, young designers struggle to break into a multi-label boutique that is already crowded with racks of established brand names or fashion giants. However, that is not the case with Fatima Khan.

Named after her baby daughter, Khan’s brand Zahra K got an overwhelming response when it recently launched at the multi-brand store L’atelier in Islamabad. “I really did not expect that the pieces would sell out so quickly or easily,” said the designer, who recently moved to Islamabad from Karachi. Previously, she would design only for a close circle of family and friends but now, she is taking on a professional clientele for casual, semi-formal, bridal wear and even dresses for younger children.

She attributes her success to the uncompromising level of quality of fabrics and stitching and a reasonable price range. “Whenever I’d go out shopping for clothes, I’d hardly find anything wearable. I got so bored that I came up with my own line of clothing. Often there’s a dilemma, whether you’ll finally find something worth having – it is ridiculously overpriced. So I’ve tried to balance out the equation,” she said.

Her design philosophy is simple – making clothes that appeal to modern girls and middle-aged women alike and are affordable at the same time. The brand caters to the practical woman, emphasising less on embellishments and more on cuts and colour. The motifs and design vary from geometric to animal and floral to traditional ajrak prints. There is a variety of scarves for Rs1,000. The palazzos, shirts and tops range from Rs2,500 to Rs22,000.

From the glamorous fashionista to the plain Jane, there is something for everyone. Her collection uses a range of materials such as silk, cotton, malai lawn. The silken gowns have embroidered kamdani, kundan and other kaam, contrasted with edgy neon and earthen tones, lending a desi-meets-retro feel to the apparel. While there also lace dresses intricately detailed with diamantes and pearl studs that can be paired up with tights or cigarette pants for a formal evening.

Tazeen Mukhtar, who runs a salon in Karachi, has been a regular client of the designer from before she went commercial. “I’ve always found Fatima to be very imaginative and practical. She has a fairly good idea of what a client wants,” she said.

Published in The Express Tribune, October 5^th, 2013.

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